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Can we empower users with genetic data and have better health outcomes?
Translating Complex Biomarkers into Actionable Insights
Arivale
Led by genomics pioneer Leroy Hood and venture capital veteran Clayton Lewis, Arivale, the Seattle health startup was developing a new type of healthcare system seeking to make scientific wellness actionable using a combination of genetic testing, tracking of functional biomarkers and physical function, microbiome analysis, and health coaching.
Originally, Arivale was targeting corporate wellness programs, but wished to go direct to consumer.
I joined the team during this transition, resulting in designing and engineering the newly renovated marketing website, and numerous enhancements to the consumer dashboard and internal teams tooling.
Creative Direction
Product Design
Fullstack Development
User Research
Content Production
From B2B to B2C
To convert the company's value proposition from a B2B to a B2C category required intensive user research to define the path forward.
In collaboration with our senior designer, we ideated and iterated three different concepts that were presented to four 90 minute focus groups.
The key takeaways included:
* We found the majority of the participants desired a timeline style user experience. Since the consumer product was a year-long program, prospective customers wanted to know to expect expect over the duration of the program
* Most people don't know the costs of testing (blood, DNA, gut, etc...), limiting their estimate of the actual consumer price
* People most resonated with messaging about how they wanted to feel
Information architecture of redesign
Marketing website components
Data paralysis into empowered insights
The consumer app is the heart of Arivale. A typical profile included genetic data, gut microbial analysis (done every three months), blood chemistry testing, nutritional evaluation, toxic metal blood testing, and cortisol analysis.
We needed to make this wealth of data easily intepretable by anyone who wasn't a medical professional and provided the depth that science deserves.
I worked closely with our team of scientists and researchers to confirm we represented the data correctly to our users.
Sample data metric components
Action, accountability, and coaching
Another complicated thing about the US healthcare system is the reliance on your doctor for questions and answers and unavailable on a consistent basis to support compliance with health recommendations. Arivale smartly paired the program's data suite with a support team (vcertified clinicians and nutritionists ) as members worked toward their health goals.
Through our app, we designed and developed a suite of engagement opportunities including setting goals against your most recent labs, habit tracking those goals, and a chatting feature to easily ask questions to your dedicated & medically certified coach.
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